Abstrak Persaingan yang ketat dipasar online memaksa setiap pemasar di industri ini untuk menggunakan strategi pemasaran yang efektif untuk bertahan dan memenangkan persaingan dengan menggunakan berbagai macam cara. Salah satunya banyak pemasar yang menggunakan celebrity endorser untuk mendongkrak minat beli konsumen terhadap produk yang ditawarkan. Penelitian ini bertujuan untuk menguji model penelitian yang menggambarkan peran celebrity endorser dalam meningkatkan minat beli konsumen terhadap produknya. Hasil penelitian diharapkan dapat meningkatkan kemampuan pemasar dalam menghadapi persaingan dengan melibatkan celebrity endorser. Pendekatan dalam penelitian ini adalah kuantitatif dan kausal. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 konsumen pengguna aplikasi Shopee di kota Serang dengan teknik sampling Accidental. Teknik analisis yang akan digunakan adalah SEM dengan bantuan sofware AMOS. Kata Kunci: Minat Beli, Celebrity Endorser (Endorser Credibility), Brand Credibility, Brand Equity   Abstract Intense competition in the online market forces every challenge in the industry to use effective marketing strategies to survive and compete with competition in a variety of ways. One of the many marketers who use celebrity endorsers to boost consumer buying interest in the products offered. This study suggests discussing a research model that discusses the role of celebrity endorsers in increasing consumer buying interest in their products. The results of the study are expected to increase the ability of viewers in supporting celebrity endorser competitors. The purpose of this study is quantitative and causal. Data collection was carried out by distributing questionnaires to 100 consumers who use the Shopee application in Serang city with an accidental sampling technique. The analysis technique that will be used is SEM with the help of AMOS software.Keywords: Buying Interest, Celebrity Endorser, Brand Credibility, Brand Equity

The purpose of this research was to analyze the influence of perceived service quality, corporate image, and trust to customer satisfaction and the impact customer loyalty in Boersa Kampus Swalayan (BK). The population of this research was the customer at Boersa Kampus Swalayan (BK). The researcher using a sample size of 150 respondent. The sampling technique was used purposive sampling method. Structural Equation Modelling (SEM) was used to analyze the variables. Based on the results of data analysis, it can be concluded that perceived service quality, corporate image, and trust had positive influence to customer satisfaction where customer satisfaction also had positive influence to consumer loyalty. While corporate image, and trust had positive influence to consumer loyalty. The implication of the conclusion of this research is that as an effort to increase customer satisfaction, the management of the Boersa Self-Service Campus (BK) must improve overall service performance, and through corporate image can be done by increasing Public Relations, Physical image, and advertising creativity of the company. Meanwhile, as an effort to increase customer satisfaction and loyalty, the company must maintain customer trust and try to increase customer confidence through a business partnership or other work.

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The number of Micro, Small and Medium Enterprises (MSMEs) in the city of Cilegon has decreased significantly from 2016 to 2019 amounting to 34,870. The micro and small businesses that are assisted by Posyantek Al-Ikhlas still have problems in developing their product management. On average, MSME actors do not yet master the knowledge of packaging. From these problems, it is necessary to enrich skills regarding packaging with methods training accompanied by mentoring. This training and mentoring program is expected to improve the skills of MSME players in packaging so that they can add value to products and can compete in modern markets. This program will be implemented in four stages including (1) socialization, (2) preparation, (3) implementation of activities, and (4) monitoring and evaluation.